Social listening had revealed a 43% spike in negative mentions, suggesting that OTB had a bit of a perception problem. But how do you set yourself apart in a crowded, fast-casual dining space, when so many parents feel judged and overwhelmed when dining out with their kids? In a saturated space, OTB needed to quickly reestablish relevance and reconnect with modern families.
Parents don’t need silence. They need solidarity. They’re looking for a place that welcomes the mess, noise, and unpredictability of parenting. We saw a chance to flip the narrative and turn dining chaos into a brand asset.
We met parents where they already are: Instagram and TikTok, looking for humor in their shared parenting struggles. Our social-first campaign embraced the goofiness in the everyday reality that is parenting, positioning On The Border as the go-to spot for chaotic, taco-filled family dinners, with zero judgment.
We partnered with five parenting influencers known for their comedic takes on family life, both mega and macro creators with strong engagement and recognizability. Letting creators take the lead, we turned an everyday struggle into a shareable, brand-positive moment. The content was built specifically for social, optimized for short-form video, and delivered in each influencer’s unique style and voice.
The Results
Influencer Videos
The Comments
In today’s ever-changing social landscape, keeping up with algorithms, content volume, and trends can be challenging. A winning formula? Authenticity. We can help you get there. Learn more here.